Enriching the Experience
Multipurpose clubs and high-end facilities are continuing to invest in recovery to satisfy increasingly savvy consumers.
Fitness Premier offers a comprehensive menu of cold plunge, sauna, salt baths, red light therapy, HydroMassage lounges, Human Touch massage chairs, cryotherapy chairs, compression, and percussion at its Relax & Restore suites.
"We wanted an all-encompassing offering that caters to all our clients in a variety of ways," Markowicz says. "We think it is critical to offer world-class options that help them feel better physically and mentally."
The Cincinnati Sports Club is opening a new Recovery Zone this fall, which will feature a co-ed sauna and three cold plunge pools. These will complement existing recovery options, including saunas, steam rooms, percussion, and CryoLounge chairs.
"We benchmarked recovery amenities with professional and collegiate sports teams, and hot and cold therapy were the most popular," explains Marco Fiorini, the general manager of Cincinnati Sports Club.
"Plus, data shows that people are putting these amenities in their homes, so having them conveniently on our campus enhances the member experience."
At the 10 luxury Fitness Formula Clubs (FFC) in the Chicago area, the first recovery center opened in 2022. Today the gyms offer massage chairs, CryoLounges, compression, percussion, red light therapy, and vibration tools.
"We continue to look for ways to provide more value to our members, and these products meet the growing need to destress the mind and body," says Jon Baraglia, the regional director of operations and fitness at FFC.
Fitness studios recognize the value of recovery as well. SoulBody Studios, which debuted in 2023 in Fort Myers, Florida, as a combination of exercise and recovery, provides compression, red light therapy, Pulsed Electromagnetic Field therapy, and infrared sauna and salt therapy.
Reaping the Benefits
Clearly, recovery tools and services can be a big win for fitness centers at all price points.
"The bar has been reset at a higher level regarding what health clubs can offer as an experience," observes Dave Corley, the vice president of business development at Human Touch, which makes the Novo XT One all-in-one chair that combines massage, stretch, compression, and zero gravity. "Clubs are adding products they wouldn’t have five years ago."
Among the many benefits of recovery for fitness facilities are the following four areas.
1. It Provides a "Feel Good" Benefit
Exercise can be tough on the body. Particularly as the older population expands and Gen Z prioritizes self-care, more people are open to trying new ways to feel better—both physically and mentally.
"Members tell us the recovery area is their favorite space in the club," Baraglia says. "They’re happy customers after being there."
WellnessSpace Brands has added to the “feel better” options with its RelaxSpace Wellness Pod, where users can access relaxation, mindfulness, and healthy living content on a large overhead screen while ensconced in a heated seat with custom scent options.
“This is a unique, convenient way to take a mental wellness break,” says Kevin Conaway, the president of WellnessSpace Brands.
And unlike exercise, many recovery products have the bonus of instant gratification—whether releasing muscle tension with a Hyperice massage gun or reducing soreness through compression boots.
“Recovery is an escape for many people, and they want to walk out feeling like a million bucks,” Corley adds.
2. It Creates a Destination Experience
With standalone recovery centers opening, people have more options than ever before.
“If you’re not offering recovery, people will go elsewhere for it,” Corley points out.
A broad recovery offering can help position gyms as a valuable one-stop shop of preventive healthcare.
"While the industry is experiencing an influx of boutique cryo centers and contrast studios, our members are thrilled that these services will be included in their membership," Fiorini says. "It adds to our value proposition."
Smith agrees. "Our wide range of recovery tools is a key differentiator in our high-value, low-cost model. Members see the value in their dues at Fitness World compared to [at] competitors that sometimes charge more but offer less."
Scarborough points to recovery’s broad appeal.
"Enhanced recovery offerings have become essential to sales, offering a distinct value proposition that resonates with both prospective and current members."
3. It Increases Retention
Not surprisingly, when people feel better and see value, they are likely to be more loyal.
"If people feel great when they leave your facility, they want to come back," Corley acknowledges. "Plus, recovery offerings can appeal to a broader population that may not have been part of a health club before."
That has been the experience at Fitness Premier. “We see members join and stay just to use the Relax & Restore suites,” Markowicz says.
Gym patrons are appreciating the opportunities to experience more than just fitness.
“Recovery offerings can positively impact retention by showcasing a commitment to overall wellbeing, which can lead to greater member satisfaction,” says Steph Smith, the vice president of marketing at Hyperice.
Products that are easy to use and deliver results are paying off for gyms and members.
“People are noticing significant improvements in their overall wellbeing,” Scarborough says. “And clubs have seen a clear boost in member satisfaction and retention, showing just how much wellness solutions contribute to long-term engagement and loyalty.”
4. It's a Revenue Generator
Whether bundled as part of a higher membership tier, sold as a package, or purchased as standalone services, recovery can be monetized to supplement income.
“If a club has the opportunity to increase membership levels by 50% every time a prospect comes in, that’s a home run,” Corley says.
At Fitness World, about one-half of its members opt for a higher tier membership that includes recovery. At Fitness Premier, it’s about 20%.
"Wellness spaces are a must-have in the fitness industry today, and recovery services can boost bottomline financial results," Conaway adds.
